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1. Introduction to Marketing
Example
Marketing is a form of communication
between a business and its customers
with the goal of selling its products or
services to them.
Television , billboards on the side of the
road, and magazine advertisements ex.
DIGITAL MARKETING AN OVERVIEW
CHAPTER -1

2. History Of Marketing
Here are some key dates in the history of marketing and how it’s
transformed buyer behavior and marketing strategies.
Mass Printing -
Magazine
Advertising -
Radio Advertising -
Television
Advertising -
Mass printing enabled wider distribution of printed materials, allowing businesses to
reach larger audiences.
Magazines offered a targeted medium for advertising, influencing buyer behavior
through visually appealing ads and product information.
Radio introduced audio advertising, shaping buyer preferences and creating brand
awareness through sound.
Television became a powerful platform for visual advertising, significantly influencing
buyer behavior and introducing new products to the masses.

3. History Of Marketing
The Digital Age
Personal
Computers
Search Engines
Internet and Emails
Google and SEO
The advent of mobile phones initiated mobile marketing and changed how buyers
accessed information and engaged with brands.
Personal computers made desktop publishing accessible, impacting how businesses
created and distributed marketing materials. Buyers could access digital content and
advertisements.
Search engines transformed online marketing, optimizing content visibility and making it
easier for buyers to find products and services, influencing their purchase decisions.
The introduction of the internet and emails marked the beginning of online marketing,
changing how businesses communicated with buyers and enabling e-commerce.
Google’s launch and the emergence of search engine optimization (SEO) revolutionized
online marketing by improving website visibility and influencing buyer behavior through
search results.

4. History Of Marketing
Google AdWords
Social Media
Google
Personalization
and Analytics
Online Videos
AI and Automation
Google’s introduction of PPC/AdWords provided a powerful online advertising platform,
affecting buyer behavior by displaying targeted ads.
The rise of social media in 2003 and subsequent platforms like LinkedIn, Myspace, and
Facebook changed how businesses engaged with buyers, influencing their preferences
and purchase decisions.
Google’s personalization of search results and the introduction of Google Analytics
impacted online marketing strategies and helped businesses understand buyer behavior
better.
The popularity of online videos influenced buyer behavior by providing engaging content
and product information.
The use of artificial intelligence in digital marketing through automated advertisements
and emails transformed marketing strategies and personalized content, impacting buyer
behavior through targeted advertising and engagement.

5. Fundamentals of Marketing
The marketing concepts include production,
product, selling, marketing, and societal. Product,
place, price, and promotion are the marketing
fundamentals.

6. Traditional Marketing An
Overview
Traditional marketing is any form of marketing that uses
offline media to reach an audience. Basic examples of
traditional marketing include things like newspaper ads
and other print ads, but there are also billboards, mail
advertisements, and TV and radio advertisements.

7. Traditional Marketing
Advantages And Challenges
Advantages -
You Can Connect with Your Local Audience. ...
Promotional Materials are Sustainable. ...
Traditional Marketing Establishes Credibility. ...
You Reach a More Diverse Audience. ...
Hard Copy Marketing Materials Can Be Easier to
Process. ...
Innovative Marketing for Your Business.
Challenges -
High Costs:
Limited Targeting:
Difficulty in Measuring
Return on investment

8. INTRODUCTION OF DIGITAL
MARKETING
Digital marketing, also called online marketing, is
the promotion of brands to connect with potential
customers using the internet and other forms of
digital communication.

9. TRADITIONAL MARKETING:
PROVIDES LIMITED INTERACTION
WITH THE AUDIENCE. IT'S A ONE-
WAY COMMUNICATION WHERE
THE AUDIENCE RECEIVES THE
MESSAGE WITHOUT IMMEDIATE
INTERACTION.
DIGITAL MARKETING ALLOWS
FOR HIGHLY TARGETED
CAMPAIGNS BASED ON
DEMOGRAPHICS, INTERESTS,
BEHAVIORS, AND OTHER
CRITERIA, MAXIMIZING THE
RELEVANCE OF THE MESSAGE
TO THE AUDIENCE
REACH AND TARGETING:

10. TRADITIONAL MARKETING
METHODS TEND TO BE MORE
COSTLY, ESPECIALLY FOR
REACHING LARGE
AUDIENCES OR SECURING
PRIME ADVERTISING SPACE.
DIGITAL MARKETING CAN BE MORE
COST-EFFECTIVE, OFFERING
VARIOUS BUDGET-FRIENDLY
OPTIONS SUCH AS PAY-PER-CLICK
ADVERTISING, SOCIAL MEDIA
MARKETING, AND EMAIL
CAMPAIGNS. ADDITIONALLY,
DIGITAL MARKETING PROVIDES
BETTER TOOLS FOR TRACKING AND
ANALYZING THE RETURN ON
INVESTMENT (ROI) OF MARKETING
EFFORTS.
COST AND RETURN ON INVESTMENT:

11. TRADITIONAL MARKETING IS OFTEN
ONE-WAY COMMUNICATION,
WHERE BRANDS CONVEY THEIR
MESSAGE TO THE AUDIENCE
WITHOUT MUCH OPPORTUNITY FOR
INTERACTION.
DIGITAL MARKETING FOSTERS
TWO-WAY COMMUNICATION,
ALLOWING FOR REAL-TIME
INTERACTION BETWEEN BRANDS
AND CUSTOMERS THROUGH
COMMENTS, LIKES, SHARES,
REVIEWS, AND DIRECT MESSAGING.
ENGAGEMENT AND INTERACTION:

12. TRADITIONAL MARKETING
CAMPAIGNS CAN BE
CHALLENGING TO MEASURE
ACCURATELY IN TERMS OF THEIR
EFFECTIVENESS AND IMPACT ON
SALES.
DIGITAL MARKETING OFFERS
ROBUST ANALYTICS TOOLS THAT
PROVIDE INSIGHTS INTO VARIOUS
METRICS SUCH AS WEBSITE
TRAFFIC, CONVERSION RATES,
CLICK-THROUGH RATES,
ENGAGEMENT LEVELS, AND
CUSTOMER BEHAVIOR, ENABLING
MARKETERS TO MAKE DATA-
DRIVEN DECISIONS AND OPTIMIZE
CAMPAIGNS IN REAL-TIME.
MEASURABILITY AND ANALYTICS:

13. Significance of Digital
Marketing
It can help you spread brand awareness, reach new
audience, increase your revenue, and more. Digital
marketing includes strategies that allow you to target
your exact audience online, enabling you to make
more sales, drive more traffic to your website, and
increase your revenue year over year.

14. Dynamic Platforms. ...
Competing with big brands and companies. ...
Unpredictable buying behavior. ...
Limited marketing budgets. ...
Consumer-centric market. ...
Creating fresh engaging content. ...
Striving to be mobile-friendly. ...
Data and Security Issues.
CHALLENGES OF DIGITAL
MARKETING

15. CHAPTER - 2
MARKET RESEARCH AND ANALYSIS
Keyword research is a crucial component of digital marketing
and search engine optimization (SEO). It involves identifying the
specific words and phrases that people use when searching for
information, products, or services online.

16. Keywords -
Keywords
Reserch -
Keyword
Planner
Tools -
Keywords are the words and phrases that people type into
search engines to find what they're looking for. For example,
if you were looking to buy a new jacket, you might type
something like “mens leather jacket” into Google.
Keyword research is a crucial component of digital marketing
and search engine optimization (SEO). It involves identifying
the specific words and phrases that people use when
searching for information, products, or services online.
Google Keyword Planner, Semrush, Ahrefs Keywords
Explorer, Moz Keyword Explorer, Ubersuggest, SE Ranking
KeywordTool.io, SpyFu, Wordtracker, Keyword Keg